ANZ Wants Aussies To Be “Financial Wellbeings” In New Campaign Via Special

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B&T Magazine
Edited by B&T Magazine

ANZ and agency Special has launched a new integrated brand platform, encouraging all Australians to become “Financial Wellbeings” by profiling a series of everyday Australians who have a passion for savings.

By dramatising the positive feelings associated with making smart money decisions, the campaign makes becoming a better “Financial Wellbeing” something that feels attainable and desirable, regardless of our current attitude or behaviours towards money.

This campaign also signals the start of a more consistent approach to advertising for the brand, through the introduction of the brand character “Pete”.

“Our new brand platform brings to life ANZ’s commitment to improving the financial wellbeing of our people, customers and communities – by helping them make the most of their money throughout their lives,” said ANZ CMO, Sweta Mehra.

“Special has created a campaign that lets us have a direct conversation about the desire to be better with your money, but still keep it light, human and relatable.”

Rebecca Stambanis, strategy partner at Special said making good financial decisions was not something our culture cares very much for.

“In truth, we often portray it as a nerdy or boring endeavour. But we all know a friend who is savvy when it comes to their money habits – no matter how much they have or make – and we want to know all their tricks.

“This campaign is about championing those behaviours and making it something that feels attainable and desirable for all of us. We also believed this was a great opportunity to bring back ANZ’s more playful tone of voice, which is so different from the rest of the Big Four,” added Stambanis.

The campaign encourages people to improve their own financial habits by visiting the ANZ Financial Wellbeing Hub.


Client: ANZ

CMO: Sweta Mehra

Head of Brand Strategy & Marketing: Kjetil Undhjem

Brand Strategy & Marketing – Chapter Lead: Emma Bullen

Brand Strategy & Marketing – Campaign Lead: Hayley Smith

Brand Strategy & Marketing – Brand Expert: Nikki McLaren

Brand Strategy & Marketing – Brand Expert: Robert Bonomy

Brand Strategy & Marketing – Production Lead: Sally Humphris


Creative Agency: Special Group Australia

CEO & Partners: Lindsey Evans & Cade Heyde

CCO & Partners: Julian Schreiber & Tom Martin

Strategy Partner: Rebecca Stambanis

Strategy Director: Nathan Rogers

Creative Directors: Nils Eberhardt, Simon Gibson, Matt McCarron

Designer: Keir Vaughan

General Manager: Paige Prettyman

Team Lead: Ollie May

Business Manager: Ella Papilion

Head of Production/ EP: Sevda Cemo

Senior Producer: Alyce Guy

Stills Producer: Glen Mcleod

Production Coordinator/Social Producer: Fiona Dunn


Production Company: FINCH

Director: The Bobbsey Twins

Managing Director: Corey Esse

Executive Producer: Loren Bradley

Producer: Alexandra Taussig

Director of Photography: Jeremy Rouse

Post Production House: The Editors

Offline Editor: Jack Hutchings

Colourist: Matt Fezz

Online Editor: Stuart Cadzow


Director / Cinematographer: Richard Maxton

Camera Operator: Simon Knox


Track Title – Fortitude

Composer – Lance Winnor Conrad

Sound: Cameron Milne, Liam Annert, Rumble Studios


Photographer: Andreas Smetana

Production Company: Flint

Retouching: Cream Studios

Media agency: PHD

Group Business Director: Jordan Smith

Business Director: Lizzy O’Connor

Planning Directors: Natalie O’Hanlon, Georgina Debenham

Strategy Director: Brendan Dodd

Investment Director: Kaitlin Despott

Digital Manager: Anastassia Choutova

Activations Manager: Jason Cheung

Investment Manager: Kim Stockdale

Account Executives: Brandon Rice, Isabelle Barton

PR agency: Thrive PR

Managing Director: Leilani Abels

APAC General Manager: Kelly Stambanis

Group Account Directors: Zoe Walsh and Victoria Fruean

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